Project background:

The soft drinks industry is a fast-growing market with changing consumer needs and tastes and increasingly fierce brand competition. In order to improve brand image and market share, soft drink companies need to understand their own and competitors' brand sales, as well as consumer preferences and satisfaction.

A soft drink brand is a well-known fruit juice beverage manufacturer in China, with multiple series and taste products, covering different consumer groups and scenarios. The brand has a certain popularity and influence in the market, but it also faces competitive pressure from other brands, especially in first-tier cities and high-end markets.

In order to enhance its own brand advantages and differentiation, the brand hopes to evaluate and optimize its brand sales objectively, fairly, scientifically and systematically through the professional services of third-party organizations, so as to improve its brand image and market competitiveness.

Customer pain points:

In its own data management system, the brand lacks comprehensive, accurate and timely collection, cleaning, verification, analysis and reporting of brand sales data, resulting in low data quality and reliability. unable to reflect the real situation and changes in the market.

In terms of its own brand strategy, marketing strategy, channel strategy, etc., the brand lacks in-depth understanding and analysis of market demand, consumer preferences, competitive environment and other factors, resulting in unreasonable and effective strategy formulation, unable to meet consumer needs and expectations.

In terms of its own brand image and reputation, the brand lacks effective communication and display to the outside world, which leads to low awareness and trust of consumers and the public on its brand sales data, and cannot enhance its brand awareness and reputation.

Project purpose:

The project aims to work through a third-party agency, Champ Consulting (Shangpu Consulting) professional services to help the soft drink brand improve the authenticity, compliance, effectiveness and sustainability of its brand sales data, and provide it with authoritative brand sales certificates and recommendations.

Specifically, the project has the following objectives:

Through data collection, cleaning, verification and other work, to ensure the authenticity and accuracy of the soft drink brand sales data, to avoid false or exaggerated data to mislead consumers and the public.

Through data analysis, evaluation, reporting and other work, to ensure that the soft drink brand sales data in line with the relevant national and industry standards and norms, increase the legitimacy and legitimacy of the soft drink brand sales data.

Through data analysis, prediction, optimization and other work, evaluate whether the soft drink brand sales data can reflect the real demand and changes in the market, and put forward targeted brand strategy, marketing strategy, channel strategy and other suggestions to increase the usefulness and value of the soft drink brand sales data.

Through data analysis, recommendations, monitoring and other work, guide the soft drink brand how to improve and optimize their own brand sales data management system, improve their data quality and reliability, increase the stability and development of the soft drink brand sales data.

Through data reporting, release, publicity and other work, to show consumers and the public the brand strength and market position of the soft drink brand, improve the brand awareness and reputation of the soft drink brand, and increase the market influence and loyal customer base of the soft drink brand.

Research object:

The research object of the project mainly includes the following three aspects:

The soft drink brand's internal data, including production data, sales data, inventory data, financial data, etc., relate to the brand's various series and taste products in various regions of the country.

The channel data of the soft drink brand, including dealer data, retailer data, e-commerce platform data, etc., involves the sales of the brand in various channels in various regions of the country.

The consumer data of the soft drink brand, including basic consumer information, consumer behavior, consumer preferences, consumer satisfaction, etc., involves the consumption of the brand in various consumer groups and scenarios in various regions of the country.

Based on project needs and budget, the project plans to collect the following number of survey subjects:

Internal data of the soft drink brand:100%Coverage, which is the collection of all available internal data.

Channel data for this soft drink brand:50%Coverage rate, that is, to collect data from half of the channels randomly selected from all channels in all regions of the country.

Consumer data for this soft drink brand:10%Coverage, which collects data on one-tenth of consumers randomly selected from various consumer groups and scenarios in all regions of the country.

Project Content:

The project mainly includes the following contents:

Data collection: Using a variety of methods, such as questionnaires, in-depth interviews, mysterious customers, network monitoring, etc., from the soft drink brand's internal, channels, consumers and other perspectives, collect relevant brand sales data.

Data cleaning: quality inspection of the collected brand sales data, eliminating invalid, duplicate, abnormal and other data to ensure the authenticity and accuracy of the data.

Data verification: logical inspection of the cleaned brand sales data, check the consistency and integrity of the data, and ensure the reliability and validity of the data.

Data analysis: Use professional data analysis methods and tools, such as descriptive statistics, correlation analysis, regression analysis, cluster analysis, etc., to conduct in-depth mining and interpretation of brand sales data, reveal the laws and trends behind the data, evaluate the advantages and disadvantages of brand sales, and put forward suggestions for improvement and optimization of brand sales.

Data report: Organize the results and recommendations of data analysis into professional data reports, including the objectives, methods, processes, results, conclusions, recommendations and other contents of brand sales certification consulting, and match them with charts, diagrams and other forms to improve the readability and visibility of the report.

Data release: submit the data report to the soft drink brand, and according to its needs, release the results and suggestions of brand sales certification consultation to the public or the public through online or offline means, so as to improve the credibility and influence of brand sales certification consultation.

Data monitoring: After the data is released, continue to track and monitor the sales of the soft drink brand on a regular or irregular basis, evaluate the effect and impact of brand sales certification consulting, and provide continuous support and services for it.

Project Value:

The project is of great value to both the soft drink brand and Champ Consulting.

For the soft drink brand, the project helps it:

Enhance brand image and credibility. Through the authoritative certification of the third-party agency Shangpu Consulting, the soft drink brand can show its brand strength and market position to consumers and the public, improve its brand awareness and reputation, and establish its own brand advantages and differentiation.

Enhance market competitiveness and growth potential. Through the professional consultation of Shangpu Consulting Company, the soft drink brand can understand the advantages and disadvantages of its own brand sales volume, as well as the market demand and trend, so as to formulate more reasonable and effective brand strategy, marketing strategy, channel strategy, etc., improve its market share and profit margin, and increase its market influence and loyal customer base.

Optimize brand management and operational efficiency. With the data support of Shangpu Consulting, the soft drink brand can establish a more complete and standardized brand sales data management system, improve its data quality and reliability, reduce its data costs and risks, and improve its data analysis and decision-making capabilities.